By Emma Vertolli
The podcast currently has 41 episodes available.
When you don't have your talent on board, your:
The good news? The solution is simple.
In this episode, we cover:
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Content needs to convert. Plain and simple. Otherwise you're wasting time, resources, and money.
There's magic in the sports industry - it connects and unites us, it holds the stage that can inspire real change, it pulls people into community and out of circumstances.
But right now everything is centered around money and we're losing sight of the human connection element. The piece that actually moves your ideal fan down your funnel and generates more, sustainable growth.
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Organizations function on a trickle-down effect, with the top tier being the governing bodies. My belief is that it actually needs to start with the athletes and then go up the rest of the ladder. Increasing revenue and reducing employee turnover comes from an inversion - it starts with the athletes.
Here’s the thing. Sports is a business, the bottom line comes down to the revenue that you’re generating. The landscape is missing a huge opportunity. Passion, purpose, and legacy start with the athletes and should be woven in to spread throughout your organization.
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Can I be honest? There are a few missing pieces that I’ve noticed.
During my career, I’ve worked in various marketing roles including content production, paid social, communications, community, events, content strategy, email marketing, copywriting, consulting, and coaching. The similarities? It’s creative, people-focused, and drives people into your funnel.
These missing pieces are the same across industries - non-profit, agency, hospitality, small business, and big corporations.
Regardless of the role or of the industry, I’ve noticed certain truths in content marketing.
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There’s one key element that directly impacts the performance of your sports content. It’s negatively impacting your content.
And the most important part about this? It’s not something that you’re currently measuring or examining.
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Picture this…
Record-breaking sales.
Repeat fans.
Fans that become brand advocates that share your message within their network.
The impact increased reach and cost per sale.
Lifelong fans pass the tradition down their family lines.
What if I told you that all of this is possible for your sports organization? Let’s break it down, shall we?
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You post a picture about your forward having a 50+ goal season - so what? Why should your ideal hockey fan care?
You post a picture about your cornerbacks doing drills in practice - so what? Why should your ideal football fan care?
You post a picture about opening the roof for a baseball game - so what? Why should your ideal baseball fan care?
It all goes back to 1 question - SO THE FUCK WHAT?
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Is this a mistake? Am I doing what I actually want to be doing? If you have asked yourself this or something similar, you are not alone. In this episode, we are talking about alignment, intuition, and what to do when something feels off. Full transparency - I came really close to hanging up the cleats on the sports business side of things and closing the doors on my business. If you're feeling like something's missing or if you’re eager to find a job that combines your passion with your skillset, know that it's okay. You don't need permission to do so. Listen to what your intuition is telling you.
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Check out the episode show notes for links and resources mentioned in today's episode.Only 20% of employees in the US are passionate about their job (according to Apollo Tech). This means that 80% are not fulfilled by what they're doing. There's a certain fear that comes from letting go of something that no longer serves us. Part of that is fear of leaving your comfort zone. Tune in for insight on what to do if you’re feeling stuck in your career role but have a fear of moving on.
In this episode, we cover:
-Leaving a job that no longer serves you
-The 6 factors used to dictate how embedded somebody is in their job
-Networking is the new job security
If you’re a sports business professional or you’re looking to break into the sports industry but unsure where to start, I’d be happy to answer your questions.
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Check out the episode show notes for links and resources mentioned in today's episode.The most gratifying and rewarding thing is to not just make a donation, but actually get involved. In this episode, we are recapping previous conversations based around charitable involvements. Patty Ahlman (Youth First & PFLAG), Kim Brady (PFLAG), Ana Ramirez (Fit Girl Movement), and Troy Witt (PBL Sports athlete foundations) all take part in giving back to their community in various ways. Their interviews are ones that listeners have been the most engaged with and have learned the most from.
I would love to hear some of your takeaways from these episodes or other previous episodes of the Passion To Legacy podcast. Which one has been your favorite?
Connect with Emma on Instagram, Twitter, and LinkedIn!
Check out the episode show notes for links and resources mentioned in today's episode.
The podcast currently has 41 episodes available.